Fundamentally it comes back to a public trust issue. In Europe they want to be able to say not to worry about Canadian meat, it's safe. They'll have the same processes as us, yet the Canadian process is a lot safer than theirs.
If I can move on to the chicken guys, Mike and Lauren, thanks for yesterday. I appreciate it.
In terms of public trust, you mentioned that you have an animal care program. How do you see the next APF play a role in an animal care program? I know that most farmers raise their chickens and their animals with respect and security and whatnot, but there is always that one video that will be on social media and somehow the whole industry is acting like this when we know that's not the truth. We're not doing a good enough job communicating this to consumers.
How can CFIA or the government help, and how can we help your industry ensure that you communicate well with consumers?